The national lotteries of France, Denmark, Finland and Norway have today announced the formation of a joint-venture alliance – Lotteries Entertainment Innovation Alliance AS (LEIA) supporting their day-to-day operations in order to meet changing marketplace dynamics.
LEIA is founded by Danske Spil (DEN), Française des Jeux (FRA), Norsk Tipping (NOR) and Veikkaus (FIN) with the aim of delivering ‘enhanced digital services’ alongside new breakthrough products.
Key LEIA directives see the four European legacy operators collaborate to develop new ‘liquidity games’, enhancing the range of lottery products available to European consumers.
The JV alliance will be led by Norsk Tipping Vice President of Distribution Morten Eriksen, who takes on the new role of LEIA Chief Executive.
Eriksen and LEIA will be supported by an independent JV board, which has appointed Olli Sarekoski, CEO & President of Veikkaus Finland, as its first Chairman.
“The consumer behaviour in the Lottery industry is changing rapidly which requires faster development and adaption from both the operators and suppliers,” said Sarekoski. “We are happy to announce this new Joint Venture and I believe we will be stronger together in the long term in delivering strong value propositions to each market.”